THE NEW NORMAL

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PRESS

It is not a brand synonymous with style, but WWF in Finland, a branch of the world’s biggest conservation group, is teaming up with the Nordic Fashion Week Organisation in a project that aims to produce a truly sustainable clothing range.

Those behind the project, codenamed “The New Normal” say a new way of producing textiles will become a necessity as global demand for clothing increases with population growth.

The new project, which is named “The New Normal”, is planning to employ highly durable materials recycled from discarded textile waste created by Infinited Fiber. The fate of this project will unveil itself at the collection’s showcase at the Helsinki Fashion Show in July this year. Calling for an immediate need to find an eco-friendly way to meet the global demand for fashion, *WWF Finland’s Corporate Relations Expert, Maiju Sirviö *said, “Fossil fuels cannot be spun into polyester or other synthetic fabrics for ever, either. Yet, much clothing is discarded before the end of its life span and ends up in landfill sites. This project vows to drastically improve the ecological footprint of garments by encouraging and promoting tangible solutions.”